Roger Ong
We continue the interview with Yumi Komori from the first part, where we talked about her brand, TSUNAGU.
You mentioned that you were involved in other brands too. Would you mind introducing one of them to us?
Liv:ra is a brand of plant dyed lingerie. It started in 2013, with the concept of “wearing the life of flowers.”
Traditional silk dyeing with natural materials, such as silk and organic cotton, is a technique has been handed down in Japan since 2000 years ago. Carefully dyed one by one, we provide lingerie that cherishes and heals the mind and body.
Was Liv:ra also resistant to the effects of the coronavirus outbreak?
Liv:ra originally has a slightly different selling method as compared to TSU.NA.GU. We do it by taking orders from the beginning till the end of the month. Using a similar Made to Order model, we deliver the orders to the customers around the end of the following month.
Although it is a Made to Order system, we do keep a little inventory just in case, to replace defective products. We sell these at a price about 30% higher than the normal Made to Order price.
In other words, if you wait, you can buy cheaply. If you want to get it immediately, then you can pay a higher price. Both needs exist, and this allows Liv:ra to circulate with an almost 100% turnover rate.
This system provides a good cash flow, and since it does not take time or effort, it works well even if we pause operations for half a month. I think the companies that have been hit hard by the coronavirus are those with high rent, labor costs and inventory rates.
On the other hand, Liv:ra is an ultra-compact company that has almost no expense in those aspects. On top of that, it is fortunate that we manufacture in Japan, with sales conducted online, and that the lingerie is home-use. As such, the company hasn’t been affected that badly.
I don’t know what will happen in the future, but I personally realize how advantageous non-ownership can be when the world plunges into a crisis. It is going to be important in the future to increase the number of brands like Liv:ra.
Again, we see the advantages of non-ownership. So, Liv:ra is safe by itself.
Liv:ra will sustain in its current form. However, Liv:ra has connections with the factory and craftsmen, so it’s a situation where we cannot just think about ourselves.
In order for the fashion industry to continue in good shape, we not only need to increase the number of small brands like Liv:ra that cares about the environment and human rights. It is also essential to operate within one’s own means. For that purpose, we are in the process of creating the TSUNAGU system that I talked about.
And we look forward to it! Considering Liv:ra’s strong nature theme, how important is our connection with nature, especially in times of crisis?
As I mentioned earlier, the coronavirus has triggered the separation of people from one another. At the same time, we are paying more attention to those connection. Eventually, I think people will also realize their connection to nature.
Personally, even in self-isolation, I want to remain in contact with the soil and nature. I have always pondered on why this is so, but recently I’m beginning to feel that this is a human physiological desire.
Meeting people, working, playing and the amount of entertainment available in the city is providing enough stimulation to make us forget.
When we can no longer participate in these, people will look for the simple things instead. Like getting in touch with nature, wanting to be with someone special and eating delicious food.
Without those extra stimulation, it becomes a chance to realize something valuable and intimate to us, that makes us think that it’s fine without them.
We are once again asking ourselves, “How do I really want to live?” And I feel that we are being given that opportunity to move towards that.
(Revisit the first part of the interview with Yumi Komori here, with ethical brand TSUNAGU!)
